Yeah, I've heard radio ads trying to get people interested in owning a Planet Fitness franchise, and the whole point is "You don't have to be a muscle-head to work out at Planet Fitness, and you don't have to be a muscle-head to own one, either."

So having this guy pop his pecs just signing up for membership (and being a douche) and then saying "Not his planet; yours" is supposed to let people know bulked up jerks like that won't be there, so bring your flabby, pasty ass in and sign up.

ETA: And check out the dude on the treadmill behind him. He's "normal", and he's already a member, so don't worry.